Subscribe
May is National Travel & Tourism Month, and San Marcos is taking the moment to recognize one of its most vital assets — the people, places, and experiences that keep visitors coming back.
A Local Industry With Major Impact
The numbers speak for themselves. In 2025, travelers' direct spending in San Marcos reached $208.7 million, generating $23 million in local tax revenue that funds essential city services and programs. The tourism industry supports approximately 2,600 jobs in San Marcos alone, making it one of the most significant contributors to the local workforce.
Those dollars don't just pass through. They support the restaurants, retailers, music venues, outdoor outfitters, and hospitality businesses that give San Marcos its character. When visitors come to town, the whole community benefits.
Destination Services: Putting San Marcos on the Map
Behind those numbers is a dedicated team. Destination Services, made up of Visit San Marcos and its cultural and creative initiatives, SMTX Arts, and Listen San Marcos, works year-round to strategically promote the city to travelers across the country and around the world.
From showcasing the city's thriving arts scene, live music culture, unique shopping, and rich heritage, Destination Services connects visitors to the experiences that make San Marcos unlike anywhere else in Texas.
Meetings, events, and business travel are also a key part of the equation. These core business functions bring professionals to San Marcos, strengthen business performance, and pour additional dollars into the local economy.
Celebrating the People Behind the Experience
At the heart of San Marcos tourism are the individuals and businesses that create the experiences visitors travel to find. Each year, the Rogers Family Tourism Awards recognize those making San Marcos a wonderful place to visit and live.
The Rogers Family Tourism Lifetime Achievement Award honors individuals or organizations for pioneering or groundbreaking efforts in developing San Marcos tourism. This year's recipients, Mike and Omar Dawoud, have spent more than three decades building the kind of hospitality and entertainment experiences that put San Marcos on the map. The father-son duo is behind some of the city's most iconic venues and establishments - Café on the Square, a cornerstone of Downtown San Marcos' dining scene since 1995; The Marc, an award-winning live music venue that has drawn nationally recognized artists and positioned San Marcos as a destination for entertainment; and Bazaar, the vibrant restaurant and cocktail lounge that opened in 2024. Beyond their business achievements, the Dawouds have demonstrated an unwavering commitment to the community through charitable efforts, disaster relief support, and ongoing collaboration with Visit San Marcos to host media and travel professionals.
The Rogers Family Tourism Award recognizes major and lasting contributions to the promotion of San Marcos tourism. This year's recipient, Cody Taylor, has built his career around a simple but powerful philosophy: put people first. After graduating from Texas State University, Cody brought that philosophy to San Marcos by reopening the beloved Valentino's Pizza in 2022 and preserving its legacy for new generations, then ensuring another local institution, Grins, would continue welcoming visitors when he purchased it in 2025. His establishments aren't just successful businesses, they're gathering places that reflect the warmth and hospitality San Marcos is known for.
Come See What All the Fuss Is About
Whether it's a first visit or a longtime favorite weekend escape, San Marcos welcomes everyone to experience what makes this city so special: the people, the music, the food, and the energy that's entirely its own.
